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It's 3D, it's buzzworthy, and it could be the next-generation Internet. But is it good for business? How are organizations using virtual worlds like Second Life for marketing, product development, ecommerce, customer service, and more? Hop aboard this entertaining tour of Second Life as we demystify what's actually happening in the metaverse. We'll uncover what's working and not working for businesses that are experimenting in the Internet's latest Wild West. Presentation by Steve Mulder.
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Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar1Steve Mulder
Second LifeBusinessBoom,Bust, orBoth?
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar2
Unique residents
Number of registered users (excludes alternate accounts but includes individuals that have not logged in)
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
Sep2005
Nov2005
Jan2006
Mar2006
May2006
Jul2006
Sep2006
Nov2006
Jan2007
Mar2007
May2007
Jul2007
Sep2007
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar3
Premium residents
Number of paying accounts
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
Sep2005
Nov2005
Jan2006
Mar2006
May2006
Jul2006
Sep2006
Nov2006
Jan2007
Mar2007
May2007
Jul2007
Sep2007
1.4% of total registered users
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar4
Other population stats
• Avatars logged in during last 60 days: 1.5 million
• Avatars logged in during last 30 days: 1 million
• Avatars logged in during last 14 days: 630,000
• Avatars logged in during last 60 days: 450,000
• Avatars typically online concurrently: 40,000
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar5
Top countries
Country of origin for active avatars (logged in for over an hour during Sept 2007)
0%
5%
10%
15%
20%
25%
30%
35%
Un
ited
Sta
tes
Ge
rma
ny
Bra
zil
Jap
an
Un
ited
Kin
gd
om
Fra
nce
Italy
Ne
the
rlan
ds
Sp
ain
Ca
na
da
Au
stra
lia
Po
lan
d
Po
rtu
ga
l
Be
lgiu
m
Ch
ina
Arg
en
tina
Sw
itze
rlan
d
Me
xico
De
nm
ark
Western Europe38.7%
North America33.3%
Asia9.0%
South America
8.7%
Other10.3%
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar6
Age and gender
Users with active avatars (logged in for over an hour during Sept 2007)
0%
5%
10%
15%
20%
25%
30%
35%
40%
13-17(Teen Grid)
18-24 25-34 35-44 45 plus
Male58%
Female42%
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar7
Money supply
Total balance of Linden dollars owned by residents
0
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000
3,500,000,000
4,000,000,000
Sep2005
Nov2005
Jan2006
Mar2006
May2006
Jul2006
Sep2006
Nov2006
Jan2007
Mar2007
May2007
Jul2007
Sep2007
US $13+ million
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar8
Amount of virtual land
Mainland + islands in km2
0
100
200
300
400
500
600
700
800
900
1000
Oct2006
Nov2006
Dec2006
Jan2007
Feb2007
Mar2007
Apr2007
May2007
Jun2007
Jul2007
Aug2007
Sep2007
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar9
In-world entertainment activities
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What’s Happening?
What’s Working?
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Gartner’s hype curve
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Major brands in SL by category
Tourism/travel13%Retail
13%
Professional services11%
Media13%
Technology21%Automobiles
9%
Sports/leisure9%
Financial services11%
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PR and Brochureware
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Umm…
Why???
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Umm…
Why???
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Umm…
Why???
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Where are all the people?
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If you build it, they will come
…just isn’t true in Second Life
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Events
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Brand Immersion
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Real-World Ecommerce
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Customer Service
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Recruiting
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Education and Training
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Training simulators
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Collaboration
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Real-World Product Development and Prototyping
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Perfect Controlled Useless
Second Life as walled garden
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Second Life asgarden center
Portable
Sharable
Useful!
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In-World Products and Services
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Distributed marketing
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“The most successful business people in Second Life have taken a look at the commercial landscape and determined where needs exist.
If you are not authentic and do not offer anything to the community, you are likely to be ignored.” Catherine SmithDirector of MarketingLinden Labs
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar139
ROI of Second Life?
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The new market is
DIALOGUE,
the new currency is
INTERACTION,
and the exchange rate is variable, based on
ENGAGEMENT Grace McDunnough
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Engagement = Attention + Interaction
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Attitude toward real-life brands in SL
49% are generally positive
More positive than negative
25%
Neutral34%
Mostly positive24%
More negative than positive
12%
Mostly negative5%
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Interactions
Longer visitsObject interactions
Repeat visitsReferrals
Free takeaways Purchases
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• Non-profit organization for reliable info on virtual worlds:– Size and engagement of user base
– Vibrancy of economy
– Key aspects of technology
• mmi.wikidot.com
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Next Steps
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Immerse yourself
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Establish goals and metrics before going in-world
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Be useful
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Treat it like the new Web, not like a game
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Commit to the journey
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Other Virtual Worlds
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Virtual worlds’ growth forecasts
www.kzero.co.uk/blog/?page_id=1312
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80% of active Internet users will have a "Second Life" in the virtual world by the end of 2011
Gartner
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Thank You
Steve Mulder
smulder@molecular.com
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